Link building is a term that has gotten a bad reputation in the SEO world recently with Google's latest algorithm changes and updates. It is a term that takes many to a vision of spam, pop-ups, and all things harmful and annoying in the online world.
But what exactly is the role of link building in modern SEO? Eric Enge of Stone Temple Consulting recently sat down for an interview with Matt Cutts, the head engineer, creator, and gatekeeper for Google's latest anti-webspam SEO campaign, in which, Cutts had this to say about the topic:
"not all link building is bad. The philosophy that we’ve always had is if you make something that’s compelling then it would be much easier to get people to write about it and to link to it. And so a lot of people approach it from a direction that’s backwards. They try to get the links first and then they want to be grandfathered in or think they will be a successful website as a result.
Their goal should really be to make a fantastic website that people love and tell their friends about and link to and want to experience. As a result, your website starts to become stronger and stronger in the rankings."
Not a bad sentiment, but it is a far cry for the automated ease of link farming and banner havoc that many old-school SEO specialists grew up utilizing. So, link building is still a very viable aspect of modern SEO and content marketing, but specialists need to make sure that they are achieving high-quality, reputable links.
Online businesses must keep their campaigns focused, intriguing, and easy to discuss. It is only through this that businesses will achieve the results that Cutts alludes to. Many companies are now experimenting with video and photo/infographic based marketing schemes with much success.
It is certainly a visual, short-attention span world out there, and marketers are starting to see that short compelling bursts of information can be far more effective than long drawn-out articles. It is all about capturing interest and generating momentum, and quality over quantity has certainly become the name of the game in this realm.